305,000+
organic and
paid views
225,000+
accounts
reached
2,180+
likes generated by the video
Overview
This project was a paid content collaboration with MUJI, created as part of their Back to School campaign. The brief focused on showcasing MUJI’s stationery and in-store finds through calm, considered storytelling that reflects the brand’s minimalist and functional design philosophy.
Context
MUJI’s brand centres around simplicity, clarity, and thoughtful design. The campaign aimed to highlight how everyday stationery can support focus, organisation, and routine, particularly during the back-to-school period.
Objectives
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Inspire discovery of MUJI’s stationery range and lesser-known products
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Drive in-store interest and product consideration
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Reach new audiences through organic, platform-native content
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Maintain a calm, design-led aesthetic consistent with MUJI’s identity
Concept & Approach
The content concept focused on an in-store “MUJI finds” narrative, capturing the experience of browsing and discovering practical, beautifully designed stationery items. The pacing was intentionally calm, allowing viewers to take in materials, colour, and function.
Rather than over-explaining, the content relied on visual clarity and subtle storytelling to communicate value. Product design was allowed to lead, supported by minimal on-screen text and natural movement through the space.
This approach aligned with MUJI’s ethos while remaining optimised for short-form video consumption.
Execution
Deliverables included:
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Short-form video content for TikTok and Instagram Reels
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In-store filming and content capture
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Video editing with minimal transitions and natural pacing
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Caption writing aligned with platform tone and MUJI brand voice
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Cross-posting and optimisation for each platform
A dedicated MUJI landing page was linked via bio to support product discovery and browsing.
Outcome
The campaign successfully delivered calm, design-led content that performed at scale across both Instagram and TikTok without compromising brand integrity. The project demonstrated how thoughtful content creation, grounded in visual restraint and brand understanding, can drive discovery, engagement, and global reach through organic social platforms.
